November 16, 2024 • 6 mins
The Neuroscience Secret to Boosting Viewer Engagement ðŸ§
In this episode, Kai and Sarai dive into the insights of the report 'Why We Watch 2.0,' which uncovers how the diversification of content has transformed viewer perceptions of quality and value.
The hosts explore the rising importance of emotional connections in defining content quality, highlighting how authenticity and relevance are now key to viewer engagement.
They also break down the fascinating findings from a neuroimaging study, showing how authentic content activates the brain, leading to higher retention and influencing future behavior.
Tune in to discover how curating personal content experiences not only boosts viewer satisfaction but also makes audiences more open to advertisements.
Why We Watch 2.0 Report:Â https://www.thinkwithgoogle.com/_qs/documents/18463/ES_Why_We_Watch_2.0_-_2024_Digital_Report.pdf
In this episode, Kai and Sarai dive into the insights of the report 'Why We Watch 2.0,' which uncovers how the diversification of content has transformed viewer perceptions of quality and value.
The hosts explore the rising importance of emotional connections in defining content quality, highlighting how authenticity and relevance are now key to viewer engagement.
They also break down the fascinating findings from a neuroimaging study, showing how authentic content activates the brain, leading to higher retention and influencing future behavior.
Tune in to discover how curating personal content experiences not only boosts viewer satisfaction but also makes audiences more open to advertisements.
Why We Watch 2.0 Report:Â https://www.thinkwithgoogle.com/_qs/documents/18463/ES_Why_We_Watch_2.0_-_2024_Digital_Report.pdf
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Ever catch yourself backing out of a video like wait,
that's it, Like all that hype and budget and it
still fell flat.
Speaker 2 (00:06):
Happens to the best of us.
Speaker 1 (00:07):
Today's deep dive, we're tackling why those big budget explosion
fest videos don't always hit the spot anymore. We're digging
into YouTube's why we watch two point oh report, and
let me tell you, it's got some seriously juicy insights
into how our brains are reacting to online video these days.
Speaker 2 (00:25):
Really changes how you think about quality when it comes
to this stuff.
Speaker 1 (00:29):
So no more Michael Bay esque explosions, is that what
we're saying?
Speaker 2 (00:32):
Well, not necessarily, but this report actually found that less
than one percent. Can you believe that less than one
percent of viewers said visuals were the main thing they
look for in a video?
Speaker 1 (00:42):
Get out ere It's wild.
Speaker 2 (00:44):
It's kind of like remember the whole color versus black
and white film thing.
Speaker 1 (00:46):
Yeah, or when sound first came to movies like Huge
E game changer exactly.
Speaker 2 (00:52):
But those things, as groundbreaking as they were, they eventually
became the expectation. Seems like we're at a similar turning
point now with online video.
Speaker 1 (01:01):
So what's the new sound in online video. Is it
that raw emotional connection, that feeling of man I felt that.
Speaker 2 (01:08):
Ding ding ding, We have a winner. A massive ninety
four percent ninety four percent of viewers in one study
said that for a video to be considered high quality,
it's got to have both strong technical aspects and a
genuine emotional punch.
Speaker 1 (01:24):
So it can't just look good, it's got to feel
good too, exactly.
Speaker 2 (01:27):
And what's fascinating is this isn't just like touchy feely stuff.
The report actually talks about how neuroscience backs this up.
Studies using brain imaging have shown that content that triggers
a genuine emotional response that actually leads to stronger memories.
Speaker 1 (01:40):
So that tearjerker video about the dog who finally found
a home, you're more likely to remember that than say,
the latest flashy car commercial bingo. But it's not just
about any emotion, right, It's got to be at the
right kind of emotion. What is it about those videos
that really grab us?
Speaker 2 (01:54):
Well, it's less about those perfectly crafted Hollywood moments, you know,
the tearjerking climax, the plot twist, and more about something
way more I don't know. Authentic viewers are craving videos
that feel trustworthy, relatable. You know those raw, unfiltered moments
where you really feel like you're connecting with the creator
(02:16):
on a personal level.
Speaker 1 (02:17):
Yeah, like that lo fi aesthetic that's everywhere now. Like
when your favorite beauty influencer is filming a makeup tutorial
from her bathroom using a stack of books to prop
up her phone. There's a realness there that's so appealing, right,
It's like.
Speaker 2 (02:30):
You're getting a glimpse behind the curtain. And this ties
into another really interesting thing to report highlighted. Think about
the control viewers have now compared to say, just ten
years ago. You're not just passively consuming. You're actively shaping
what you see next with every like, every comment, every.
Speaker 1 (02:45):
Subscription, and it actually feels like creators are listening to
which makes you even more in vest exactly.
Speaker 2 (02:50):
That's what they call the co creation connection. Seventy seven percent,
that's a huge chunk. Seventy seven percent of viewers believe
their choices directly impact what creators make. It's this feedback
loop that's driving the insane diversity and personalization we're seeing
online now.
Speaker 1 (03:06):
So it's like this whole other level of interaction with
the stuff we watch online. You know, it makes you
wonder does this whole cocreation thing does that change how
we see ads too? Because let's be real, nobody actually
likes having to watch ads, right.
Speaker 2 (03:19):
Well, it's interesting this report found that it's not so
much about hating all ads, it's more about like tuning
out the ones that just totally miss the mark. You know,
when an AD feels connected to what you're watching or
the creator you're watching, it doesn't feel so jarring.
Speaker 1 (03:33):
It's like when you've been following a creator forever and
they're genuinely pumped about something they're promoting. It's different, right,
It feels like part of their story, not just some
soulless corporate message.
Speaker 2 (03:42):
One hundred percent that authenticity shines through and viewers can tell.
It's like they see it as a way to support
the creators they love, almost like they're part of something bigger.
Speaker 1 (03:51):
So instead of just being this annoying interruption, a well
placed relevant AD can actually like add to the experience total.
Speaker 2 (04:00):
It becomes another layer of that co creation thing we
were talking about, the viewers choosing to engage to be
a part of it.
Speaker 1 (04:06):
You know, this whole thing reminds me of something you
mentioned earlier the Ikea effect. Is there a connection there, Like,
the more we invest in something, the more we value it.
Speaker 2 (04:14):
Oh, absolutely, that totally applies to how we interact with
all this online content.
Speaker 1 (04:19):
Yeah.
Speaker 2 (04:19):
The report even found that the more effort someone puts
into finding and organizing stuff they love online, like on YouTube,
for example, the more satisfaction they get from it.
Speaker 1 (04:29):
Which makes sense, right, It's like you've curated your own
little world of content tailored to you. You put in
the work so it's more meaningful exactly.
Speaker 2 (04:36):
Yeah, And that Ikea effect just goes to show how
much power we have as viewers these days. We're not
stuck with whatever's on TV anymore. We get to choose,
we get to discover, we get to build a viewing
experience that truly resonates with us.
Speaker 1 (04:49):
It's like we've all become these like masterminds of our
own entertainment, right, carefully choosing what we let into our
world and what we don't.
Speaker 2 (04:58):
And just like you know, when you're designing some thing,
every little detail matters. We're becoming way more picky about
the content we consume.
Speaker 1 (05:05):
So next time you're glued to your phone, tablet, whatever,
whether it's some big budget action flick or like a
two minute tutorial on I don't Know how to finally
fold a fitted sheet, because those are life changing, let's.
Speaker 2 (05:18):
Be real, seriously, game changers.
Speaker 1 (05:20):
It really makes you stop and think, what is it
that keeps you hooked? What actually makes you feel something?
Speaker 2 (05:26):
Is it the crazy special effects or is it the
creator's like pure enthusiasm for I don't know underwater basket weaving.
Speaker 1 (05:35):
Because at the end of the day, this research is
telling us those real connections, those moments where you actually
feel something. That's what makes a video stick with you.
Speaker 2 (05:43):
Yeah, it's not about the price tag and the video,
it's the value it adds to your own little world.
Speaker 1 (05:47):
All those videos you choose, all those creators you follow,
it's like building your own little online world, curated.
Speaker 2 (05:53):
Just for you exactly. Yeah, so you know, next time
you're scrolling through that endless sea of content, just remember
you're in the receipt. You get to choose what you
let in, choose wisely.
Speaker 1 (06:03):
And there you have it. Another deep dive into the
ever evolving world of online video.
Speaker 2 (06:09):
Until next time.
Ever catch yourself backing out of a video like wait,
that's it, Like all that hype and budget and it
still fell flat.
Speaker 2 (00:06):
Happens to the best of us.
Speaker 1 (00:07):
Today's deep dive, we're tackling why those big budget explosion
fest videos don't always hit the spot anymore. We're digging
into YouTube's why we watch two point oh report, and
let me tell you, it's got some seriously juicy insights
into how our brains are reacting to online video these days.
Speaker 2 (00:25):
Really changes how you think about quality when it comes
to this stuff.
Speaker 1 (00:29):
So no more Michael Bay esque explosions, is that what
we're saying?
Speaker 2 (00:32):
Well, not necessarily, but this report actually found that less
than one percent. Can you believe that less than one
percent of viewers said visuals were the main thing they
look for in a video?
Speaker 1 (00:42):
Get out ere It's wild.
Speaker 2 (00:44):
It's kind of like remember the whole color versus black
and white film thing.
Speaker 1 (00:46):
Yeah, or when sound first came to movies like Huge
E game changer exactly.
Speaker 2 (00:52):
But those things, as groundbreaking as they were, they eventually
became the expectation. Seems like we're at a similar turning
point now with online video.
Speaker 1 (01:01):
So what's the new sound in online video. Is it
that raw emotional connection, that feeling of man I felt that.
Speaker 2 (01:08):
Ding ding ding, We have a winner. A massive ninety
four percent ninety four percent of viewers in one study
said that for a video to be considered high quality,
it's got to have both strong technical aspects and a
genuine emotional punch.
Speaker 1 (01:24):
So it can't just look good, it's got to feel
good too, exactly.
Speaker 2 (01:27):
And what's fascinating is this isn't just like touchy feely stuff.
The report actually talks about how neuroscience backs this up.
Studies using brain imaging have shown that content that triggers
a genuine emotional response that actually leads to stronger memories.
Speaker 1 (01:40):
So that tearjerker video about the dog who finally found
a home, you're more likely to remember that than say,
the latest flashy car commercial bingo. But it's not just
about any emotion, right, It's got to be at the
right kind of emotion. What is it about those videos
that really grab us?
Speaker 2 (01:54):
Well, it's less about those perfectly crafted Hollywood moments, you know,
the tearjerking climax, the plot twist, and more about something
way more I don't know. Authentic viewers are craving videos
that feel trustworthy, relatable. You know those raw, unfiltered moments
where you really feel like you're connecting with the creator
(02:16):
on a personal level.
Speaker 1 (02:17):
Yeah, like that lo fi aesthetic that's everywhere now. Like
when your favorite beauty influencer is filming a makeup tutorial
from her bathroom using a stack of books to prop
up her phone. There's a realness there that's so appealing, right,
It's like.
Speaker 2 (02:30):
You're getting a glimpse behind the curtain. And this ties
into another really interesting thing to report highlighted. Think about
the control viewers have now compared to say, just ten
years ago. You're not just passively consuming. You're actively shaping
what you see next with every like, every comment, every.
Speaker 1 (02:45):
Subscription, and it actually feels like creators are listening to
which makes you even more in vest exactly.
Speaker 2 (02:50):
That's what they call the co creation connection. Seventy seven percent,
that's a huge chunk. Seventy seven percent of viewers believe
their choices directly impact what creators make. It's this feedback
loop that's driving the insane diversity and personalization we're seeing
online now.
Speaker 1 (03:06):
So it's like this whole other level of interaction with
the stuff we watch online. You know, it makes you
wonder does this whole cocreation thing does that change how
we see ads too? Because let's be real, nobody actually
likes having to watch ads, right.
Speaker 2 (03:19):
Well, it's interesting this report found that it's not so
much about hating all ads, it's more about like tuning
out the ones that just totally miss the mark. You know,
when an AD feels connected to what you're watching or
the creator you're watching, it doesn't feel so jarring.
Speaker 1 (03:33):
It's like when you've been following a creator forever and
they're genuinely pumped about something they're promoting. It's different, right,
It feels like part of their story, not just some
soulless corporate message.
Speaker 2 (03:42):
One hundred percent that authenticity shines through and viewers can tell.
It's like they see it as a way to support
the creators they love, almost like they're part of something bigger.
Speaker 1 (03:51):
So instead of just being this annoying interruption, a well
placed relevant AD can actually like add to the experience total.
Speaker 2 (04:00):
It becomes another layer of that co creation thing we
were talking about, the viewers choosing to engage to be
a part of it.
Speaker 1 (04:06):
You know, this whole thing reminds me of something you
mentioned earlier the Ikea effect. Is there a connection there, Like,
the more we invest in something, the more we value it.
Speaker 2 (04:14):
Oh, absolutely, that totally applies to how we interact with
all this online content.
Speaker 1 (04:19):
Yeah.
Speaker 2 (04:19):
The report even found that the more effort someone puts
into finding and organizing stuff they love online, like on YouTube,
for example, the more satisfaction they get from it.
Speaker 1 (04:29):
Which makes sense, right, It's like you've curated your own
little world of content tailored to you. You put in
the work so it's more meaningful exactly.
Speaker 2 (04:36):
Yeah, And that Ikea effect just goes to show how
much power we have as viewers these days. We're not
stuck with whatever's on TV anymore. We get to choose,
we get to discover, we get to build a viewing
experience that truly resonates with us.
Speaker 1 (04:49):
It's like we've all become these like masterminds of our
own entertainment, right, carefully choosing what we let into our
world and what we don't.
Speaker 2 (04:58):
And just like you know, when you're designing some thing,
every little detail matters. We're becoming way more picky about
the content we consume.
Speaker 1 (05:05):
So next time you're glued to your phone, tablet, whatever,
whether it's some big budget action flick or like a
two minute tutorial on I don't Know how to finally
fold a fitted sheet, because those are life changing, let's.
Speaker 2 (05:18):
Be real, seriously, game changers.
Speaker 1 (05:20):
It really makes you stop and think, what is it
that keeps you hooked? What actually makes you feel something?
Speaker 2 (05:26):
Is it the crazy special effects or is it the
creator's like pure enthusiasm for I don't know underwater basket weaving.
Speaker 1 (05:35):
Because at the end of the day, this research is
telling us those real connections, those moments where you actually
feel something. That's what makes a video stick with you.
Speaker 2 (05:43):
Yeah, it's not about the price tag and the video,
it's the value it adds to your own little world.
Speaker 1 (05:47):
All those videos you choose, all those creators you follow,
it's like building your own little online world, curated.
Speaker 2 (05:53):
Just for you exactly. Yeah, so you know, next time
you're scrolling through that endless sea of content, just remember
you're in the receipt. You get to choose what you
let in, choose wisely.
Speaker 1 (06:03):
And there you have it. Another deep dive into the
ever evolving world of online video.
Speaker 2 (06:09):
Until next time.
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